Faculty Profile

Klemens Knöferle

Associate Professor - Department of Marketing


Dr. Klemens Knöferle is Associate Professor of Marketing and founder of the Center for Multisensory Marketing (CMM) at BI Norwegian Business School. He received his PhD from the University of St. Gallen, and has worked as a visiting researcher at Oxford University and the University of Michigan.

In his research, Klemens studies consumer psychology. In a first stream of research, he examines how sensory processes (e.g., vision, hearing, taste, interoception) and sensory aspects of products, foods, and retail environments influence consumers. In a second stream of research, he explores the impact of new technologies (e.g., self-quantification, smart products, sharing of possessions) on consumers’ behavior and well-being. Overall, the goal of his research is to contribute to a better understanding of consumers, to enhance consumer well-being, and to help marketers design better products, stores, and experiences.

Klemens' research has been published in academic journals such as Journal of Retailing, Scientific Reports, Journal of Experimental Psychology: Applied, and Psychonomic Bulletin & Review. He has served as a reviewer for leading academic journals such as Journal of Marketing Research, Proceedings of the Royal Society: B, Journal of Experimental Psychology: Applied, and PLOS ONE. His research has received awards such as the Best Paper award at the ACR Latin American Conference 2017.

Klemens teaches courses on consumer behavior, marketing communication, and research methodology. Building on his research expertise, he also consults international companies in various industries (e.g., food, automotive, retailing, consumer electronics, appliances).

Area of Expertise


Moeni-Jazani, Mehrad; Knoeferle, Klemens, De Molière, Laura, Gatti, Elia & Warlop, Luk (2017)

Social Power Increases Interoceptive Accuracy

Frontiers in Psychology, 8 Doi: 10.3389/fpsyg.2017.01322 - Full text in research archive

Knoeferle, Klemens; Paus, Vilhelm Camillus & Vossen, Alexander (2017)

An upbeat crowd: Fast in-store music alleviates negative effects of high social density on customers’ spending

Journal of Retailing, 93(4), s. 541- 549. Doi: 10.1016/j.jretai.2017.06.004 - Full text in research archive

Knoeferle, Klemens; Li, Jixing, Maggioni, Emanuela & Spence, Charles (2017)

What drives sound symbolism? Different acoustic cues underlie sound-size and sound-shape mappings

Scientific Reports, 7(1) Doi: 10.1038/s41598-017-05965-y - Full text in research archive

Wang, Qian J; Knoeferle, Klemens & Spence, Charles (2017)

Music to make your mouth water? Assessing the potential influence of sour music on salivation

Frontiers in Psychology, 8:638 Doi: 10.3389/fpsyg.2017.00638

Wan, Xiaoang; Woods, Andy T., Jacquot, Muriel, Knöferle, Klemens, Kikutani, Mariko & Spence, Charles (2016)

The Effects of Receptacle on the Expected Flavor of a Colored Beverage: Cross-Cultural Comparison Among French, Japanese, and Norwegian Consumers

Journal of sensory studies, 31(3), s. 233- 244. Doi: 10.1111/joss.12206

Knöferle, Klemens; Knöferle, Pia, Velasco, Carlos & Spence, Charles (2016)

Multisensory brand search: How the meaning of sounds guides consumers' visual attention

Journal of experimental psychology. Applied, 22(2), s. 196- 210. Doi: 10.1037/xap0000084

Velasco, Carlos; Wan, Xiaoang, Knöferle, Klemens, Zhou, Xi, Salgado-Montejo, Alejandro & Spence, Charles (2015)

Searching for flavor labels in food products: The influence of color-flavor congruence and association strength

Frontiers in Psychology, 6(301) Doi: 10.3389/fpsyg.2015.00301

Knöferle, Klemens; Woods, Andy, Käppler, Florian & Spence, Charles (2015)

That Sounds Sweet: Using Cross-Modal Correspondences to Communicate Gustatory Attributes

Psychology & Marketing, 32(1), s. 107- 120. Doi: 10.1002/mar.20766

Spence, Charles; Velasco, Carlos & Knöferle, Klemens (2014)

A large sample study on the influence of the multisensory environment on the wine drinking experience

Flavour, 3(8) Doi: 10.1186/2044-7248-3-8

Knöferle, Klemens; Spangenberg, Eric, Landwehr, Jan & Herrmann, Andreas (2012)

It is all in the mix: The interactive effect of music tempo and mode on in-store sales

Marketing letters, 23(1), s. 325- 337. Doi: 10.1007/s11002-011-9156-z

Knöferle, Klemens & Spence, Charles (2012)

Crossmodal correspondences between sounds and tastes

Psychonomic Bulletin & Review, 19, s. 992- 1006. Doi: 10.3758/s13423-012-0321-z

Hoang, Chi Linh; Knoeferle, Klemens, Krishna, Aradhna & Warlop, Luk (2019)

Consumers' Attribution of Mind to Possessions as an Impediment to Sharing

[Academic lecture]. Annual EMAC Conference.

Knöferle, Klemens; Paus, Vilhelm Camillus & Vossen, Alexander (2016)

An upbeat crowd: The effect of social density and instore music tempo on retail sales

[Academic lecture]. Society for Consumer Psychology (SCP) Winter Conference 2016.

Knöferle, Klemens; Knoeferle, Pia, Velasco, Carlos & Spence, Charles (2014)

Multisensory Brand Search: How the Meaning of Sound Guides Consumers’ Visual Attention

[Academic lecture]. ACR North-American Conference 2014.

Academic Degrees
Year Academic Department Degree
2012 University of St. Gallen Ph.D.
2008 University of Wurzburg M.A.
Work Experience
Year Employer Job Title
2016 - Present BI Norwegian Business School Associate Professor
2016 - 2016 University of Michigan Visiting Researcher
2013 - 2016 BI Norwegian Business School Assistant Professor
2012 - 2013 University of Oxford Postdoctoral Researcher
2009 - 2011 University of St. Gallen PhD student